本文選題：虛擬代言人　切入點：品牌資產(chǎn)　出處：《武漢大學(xué)》2013年博士論文

【摘要】：在市場競爭環(huán)境日益激烈的情況下,有效提升品牌資產(chǎn)成為企業(yè)面臨的一項具有挑戰(zhàn)性的工作�？铺乩蘸蛣P勒(2006)提出,品牌資產(chǎn)可以通過消費者的次級聯(lián)想產(chǎn)生,如原產(chǎn)地、代言人和運動/文化事件等。在這些來源中,代言人被大量用來提升企業(yè)或產(chǎn)品的品牌形象。一個合適的代言人能夠利用其自身的知名度和專業(yè)性吸引消費者的注意力,成功的為企業(yè)和品牌創(chuàng)造價值。然而,近年來,采用現(xiàn)實生活中的真人明星為品牌代言常常會給企業(yè)帶來意想不到的風(fēng)險,很多企業(yè)開始在廣告促銷中采用虛擬代言人。因此,如何通過品牌虛擬代言人提升品牌資產(chǎn)成為了學(xué)術(shù)界和企業(yè)界關(guān)注的一個焦點。 本研究在現(xiàn)有文獻的基礎(chǔ)上,選取虛擬代言人的可愛度、專業(yè)性和相關(guān)性等特征作為研究的自變量,并將因變量品牌資產(chǎn)分為品牌忠誠度、感知質(zhì)量和品牌知名度/聯(lián)想三個維度。為了探究品牌虛擬代言人特征對品牌資產(chǎn)的影響機制,本研究引入品牌體驗作為中介變量,并將品牌體驗劃分為感官體驗、情感體驗、認知體驗和關(guān)聯(lián)體驗四種。通過偏最小二乘法(Partial Least Squares,簡稱PLS)對品牌體驗的中介作用進行檢驗。研究結(jié)果表明：(1)虛擬代言人的可愛度、專業(yè)性和相關(guān)性對品牌資產(chǎn)的三個維度都具有顯著影響；(2)虛擬代言人的可愛度、專業(yè)性和相關(guān)性對四種品牌體驗都具有顯著影響；(1)四種品牌體驗對品牌資產(chǎn)的三個維度都具有顯著影響。說明四種品牌體驗在虛擬代言人特征與品牌資產(chǎn)各維度之間的中介作用顯著,即,虛擬代言人通過品牌體驗影響品牌資產(chǎn)。 消費者對虛擬代言人特征的感知可能會受到消費者個人特征和產(chǎn)品特征的影響。因此,本文驗證了消費者個人特征(包括性別、年齡和懷舊傾向)和產(chǎn)品特征(包括卷入度、實用性和享樂性)對虛擬代言人特征與品牌資產(chǎn)之間關(guān)系的調(diào)節(jié)作用。實證結(jié)果顯示：(1)消費者的年齡對虛擬代言人特征與品牌資產(chǎn)之間的關(guān)系不具有調(diào)節(jié)作用；(2)消費者的性別和懷舊傾向?qū)μ摂M代言人特征與品牌資產(chǎn)之間的部分關(guān)系存在調(diào)節(jié)作用；(1)產(chǎn)品的卷入度、實用性和享樂性對虛擬代言人特征與品牌資產(chǎn)之間的部分關(guān)系存在調(diào)節(jié)作用。 基于上述研究結(jié)論,我們對企業(yè)應(yīng)該如何選擇、設(shè)計和管理品牌虛擬代言人提出了建議,并進一步說明了本研究的不足及未來研究方向。
[Abstract]:In the increasingly competitive market environment, the effective promotion of brand equity has become a challenging task for enterprises.Kotler and Keller 2006) suggest that brand equity can be generated through consumers' secondary associations, such as origin, endorsements and sporting / cultural events.In these sources, spokesmen are widely used to enhance the brand image of enterprises or products.A suitable spokesman can use its own popularity and professionalism to attract the attention of consumers and successfully create value for enterprises and brands.However, in recent years, using real life stars as brand endorsements often brings unexpected risks to enterprises. Many enterprises begin to use virtual spokesmen in advertising promotion.Therefore, how to promote brand equity through brand virtual spokesman has become a focus of academic and business circles.Based on the existing literature, this study selects the characteristics of virtual spokesperson such as loveliness, professionalism and relevance as independent variables, and divides dependent variable brand equity into brand loyalty.Perceived quality and brand awareness / association three dimensions.In order to explore the influence mechanism of brand virtual spokesperson characteristics on brand equity, this study introduces brand experience as an intermediary variable, and divides brand experience into sensory experience, emotional experience, cognitive experience and associated experience.Partial Least Squares (PLS) is used to test the intermediary function of brand experience.The results show that the loveliness, professionalism and correlation of virtual spokesmen have significant influence on the loveliness of virtual spokesmen.Professionalism and correlation have a significant impact on the four brand experiences. 1) four brand experiences have a significant impact on the three dimensions of brand equity.It shows that the four brand experiences play a significant role in mediating between the characteristics of virtual spokesmen and the dimensions of brand equity, that is, virtual spokesmen influence brand equity through brand experience.Consumers' perception of virtual spokesperson features may be influenced by consumers' personal characteristics and product features.Therefore, this paper verifies the role of consumer personal characteristics (including gender, age and nostalgia) and product characteristics (including involvement, practicability and hedonism) in regulating the relationship between virtual spokesperson characteristics and brand equity.The empirical results show that the age of consumers does not regulate the relationship between the characteristics of virtual spokesmen and brand equity. 2) gender and nostalgia of consumers have a partial relationship between the characteristics of virtual spokesmen and brand equity.There is a regulatory effect on the degree of involvement of the product,Practicability and hedonism have a moderating effect on the relationship between the characteristics of virtual spokesman and brand equity.Based on the above conclusions, we put forward some suggestions on how to choose, design and manage brand virtual spokesperson, and further explain the shortcomings of this study and the future research direction.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：F713.56;F224

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